Movies run at 24 fps, while television is a 30 fps medium (60 fields).
When you go to a theatre they actually show the same frame 2 times (it may actually be 3 times, but for this explanation we will use the number 2; you can google to find out what the correct answer is) It is actually doing something like blocking the frame so that the projector blinked 48 times, it showed 24 frames twice in 1 second.
This is an optical trick that makes movies look smooth and....movie like. Our eyes cannot tell the same frame is shown twice.
When you try to get 24 frames played correctly on a monitor that only displays 30 frames a second, but refreshes at 60 you need to use the 3:2 method to have it work properly and look movie like. You still have problems where pans and other camera shots will not look correct on a tv becasue of how you are displaying the frames. (google this to get a better explanation about 3:2 pulldown)
Now what if the monitor can refresh 72 times per second. 24 divides by 72 equally and now you can display each frame 3 times and you avoid the problems of 3:2 pulldown and get the full movie experience.
This is a simplification and 3:3 may have judder and other problems if not properly implemented (ie, your dvd player is doing 3:2 pulldown, but your monitor is running at 72 hertz) I have not see this myself live, but I have been noticing some plasmas support refershing 72 times a second.
Hope that was clear. It is not a gimmick and is a step in the right direction. You should check avsforum.com for more information.
I'm familiar with 2:3 pull-down for video to compensate for conversion of 24 frames per second (fps) on film to 30 fps on TV. Lately, I see some plasma TVs promoting "3:3 pull-down". (Mathematically 3:3 is the same as 1:1.) What exactly is 3:3 pull-down? (Just marketing hype?) If 3:3 pull-down is for real on these plasma TVs, to actually achieve any benefit, does the input (DVD, DVR, cable, satellite, etc.) as well have to be at this 3:3 pull-down compatability?